JCDecaux Innovate, UM and the Art Gallery of NSW (AGNSW) have partnered to bring the gallery’s major summer exhibition, Pop to popism, to the streets of Sydney with an innovative Outdoor campaign that transforms selfies into pop art-inspired artworks.

Tapping into a selfie-loving youth audience, the campaign combines the iconic imagery of the exhibition with the latest in out-of-home technology.

The custom-built panels, created by JCDecaux Innovate and the AGNSW, feature an in-built camera and digital touchscreen that allows passers-by to take a selfie and choose a filter inspired by the works of three iconic pop artists – Roy Lichtenstein, Andy Warhol and Australia’s own Martin Sharp.

The pop art-inspired selfie is instantly emailed to participants to share on social media using #sydneygoespop. The best shots will be uploaded to the AGNSW Facebook page.

Essie Wake, Marketing Director, JCDecaux said: “The innovative potential of out-of-home is limitless and the AGNSW campaign was the perfect platform to combine real creativity with the latest technology. The campaign is engaging and rewarding for audiences, allowing them to take home a little piece of the exhibition via true online/offline out-of-home integration.’’

Matt Furlong, UM Strategy Director said: “Our idea to encourage Sydneysiders to Pop Art themselves using JCDecaux’s Innovate panels taps in to the current selfie culture. The end result looks fantastic and uses the latest tech to allow Sydneysiders to have some fun with the campaign.”

The Innovate panels are live until 26 January 2015 at Pitt Street Mall and Martin Place.

Exclusive to Sydney until March 1, 2015 as part of the Sydney International Art Series, Pop to popism is one of the most comprehensive surveys of pop art ever to be seen in Australia with more than 200 works from 70 of pop’s greatest artists, including Warhol, Lichtenstein, Whiteley, Koons and Sherman.